Space to Create

EntrySummary
In recent years, Los Angeles has undergone a creative renaissance—art, music, food, fashion and tech are booming. Today, one in six jobs in LA are part of the creative economy, and more manufacturing muscle than anywhere else in the US. LA was fast becoming the new creative capital of the world, and it was time to claim this identity. We partnered with Los Angeles Mayor, Eric Garcetti, and The Mayor's Fund for Los Angeles to create a new and cohesive brand for the City of Los Angeles that represents and captures our unparalleled creativity and diversity, while raising money to support our creative community. This innovative approach to civic branding goes beyond creating a city logo, igniting culture while fueling the city’s economy and creative spirit. It gave the creative community of Los Angeles a badge of honor that could be worn with pride and shared with the world.
BriefExplanation
“Space to Create” taps into the creative consciousness of Los Angeles. The film travels through a sprawling mosaic of the people, places, and things that represent LA’s modern creative spirit. The film features 50+ LA-based creative icons such as musician Kendrick Lamar, who also created the film’s backing track, "Humble"; chef Roy Choi; architect Frank Gehry; jewelry designer Maya Brenner; artist and activist Shepard Fairey; LA Philharmonic conductor Gustavo Dudamel; among others. Throughout the film, a new logo for LA is front and center. The negative space between the letters L and A in the logo expands and contracts with the visuals acting as a dynamic platform to frame and elevate LA’s creative culture.